Whitney Alford’s presence can be seen and heard all throughout her longtime partner, Kendrick Lamar’s impressive rap career, inspiring such deep cuts like the 2009 song “She Needs Me” and providing background vocals on To Pimp a Butterfly’s “Wesley’s Theory” and “King Kunta.” Perhaps the most visible she has been was in his latest release, Mr. Morale & the Big Steppers, where she appeared on the album’s cover art with the couple’s two children, as well as in the visual for his single, “Count Me Out.”
The Grammy award-winning rapper is largely heralded as one of the greatest to ever do it, and the bond he shares with his high school sweetheart that has inspired some of his most introspective projects and self-reflective tracks has cemented Whitney as a forever muse.
The 37-year-old makeup artist has been with Kendrick since they were teenagers, with the couple meeting while attending Centennial High School. Both Whitney and Kendrick were born and raised in Compton, California, and began as friends before eventually starting a romantic relationship. In a 2015 conversation with Billboard, Kendrick expressed that he frowned on the way certain terms minimized who Whitney is to him. "I wouldn't even call her my girl," he told the outlet. "That’s my best friend."
“I don’t even like the term that society has put in the world as far as being a companion — she’s somebody I can tell my fears to.”
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Months later, he confirmed to The Breakfast Club his engagement to his “Day 1.” I’m loyal to the soil. At the end of the day, you want to always have real people around you, period. Everybody that’s been around me has been down since day one, and I can’t change that. I don’t change for nobody. I always show respect when respect is being given and people that’s been by your side, you supposed to honor that. That’s how you stand up.”
Whitney can even be seen in the “King Kunta” visual rocking an engagement ring on her finger. Since then, Whitney and Kendrick have welcomed two children to their growing family, a daughter and a son whose names haven’t been revealed to the media, maintaining their famously private life.
Without a doubt, the most transparent and self-reflective he has ever been about his family life was with his most recent body of work, Mr. Morale & the Big Steppers. In the 2022 release, he gave insight into his past with cheating and addictions as a means of escapism. The song “Mother I Sober” features lyrics about how his “lust addiction” impacted his relationship with Whitney, rapping:
“Intoxicated, there’s a lustful nature that I failed to mention / Insecurities that I project, sleepin’ with other women / Whitney’s hurt, the pure soul I know, I found her in the kitchen / Askin’ God, ‘Where did I lose myself? And can it be forgiven?’”
Much like an image of their family life is the focus of the album’s cover, Whitney’s voice is also featured as a narrator on the album (as well as Eckhart Tolle), and in that song in particular, she can be heard saying, “You did it, I’m proud of you/You broke a generational curse.”
2022 also marked a new era of transparency online for Whitney on social media. The mother of two shared a portrait of herself holding her youngest child captured by Renell Madrano on her Instagram account and opened up about her mental health struggles to her followers in May 2022.
In the photo, she is standing in the light but also shrouded by some darkness and shadows around her. “We all know what others see may not be a true reflection of how we feel. This pic is a great representation of how I’ve felt for many years,” she began her caption.
“I was stuck in a time and place that was no longer my reality and was no longer serving me. My babies forced me to take a long look at myself and journey back through the very things that made me.”
“I’ve always carried the light with me. As a child no one was able to help me process. Many times silence was enforced because my emotions were a lot to handle. Hiding my pain has been a technique I’ve mastered my entire life. Mask it with a smile and everything is good. Silence has been my superpower, protecting me in the most vulnerable spaces,” she continued in her caption.
Whitney wrote that a great therapist changed everything for her and jumpstarted her personal transformation. “After a few years of hard work, I can finally say I hear my own voice again. And it’s very powerful. I use my smile when it feels genuine. And it’s beautiful,” she shared.
She concluded, “Allowing the world in and sharing my experience is one of my greatest fears. But truth is always very important for me. I’ve lived a sober life, feeling every single part of it, with the exception of mastering how to float when it’s all too much. But I yearn to be centered. To flow. To heal. To enjoy life.”
Recently, the vocalist gave another rare glimpse into her private life by posting photos of her with her daughter (who is Kendrick's twin) and her son on Instagram. In the carousel post, Whitney shared five slides showing herself in different elements of mothering her babies. “Me and them… Always, in all ways. The greatest and toughest job I’ve ever been tasked with. Love my babies,” she captioned the photo.
We hope Whitney is continuing her journey of flowing, healing, and enjoying life more.
Much love to the Duckworths.
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Featured image by Larry Busacca/Getty Images for NARAS
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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